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Yessian worked with Tool of North America to create an iPad app that allows users to make their own short videos. sounds much improved over a regular phone recording,” he says. “It actually helped us sell through the podcast concept.” The podcast process is easy for cus- tomers to manage, and Jacobson expects other corporate clients will start to jump on the bandwagon. “They’re an efficient, afford- able and quick way to get the story out.” In the entertainment arena, an on-air spot that World Wide Wadio created for Family Guy syndicators 20th Television was expanded into a Web video that went viral and has scored over 6.6 million views. “It hit the sweet spot of what Family Guy is,” says Jacobson. “We developed a fun song, ‘Drop Your Pants,’ for a music video- style on-air campaign.We recorded studio singers and edited video for it. But because the concept was so strong and the song such fun, we made a longer version for the Web and pitched it to the client.” And the rest is viral history. “It all goes back to the story, the cre- ative,” he notes.“When the content is there, Web videos can live a long time.” ONLINE FASHION For Brian Yessian, partner/chief creative officer at Yessian (www.yessian.com), which has offices in Farmington Hills, Michigan, New York City,West LA and Hamburg, Ger- many, new media now extends beyond on- line pushes and auto show press events for the big carmakers. The company recently completed music and sound design for a German fashion show featuring the world’s first 3D holo- graphic runway models. “It was a new way to launch designer’s Stefan Eckert’s brand,” says Yessian of the effects-intensive presenta- tion that reads as much as an art or dance piece as a fashion collection. “The models were shot in a studio by Bakery Films and then projected at the show venue. Instead of using typical four-on- the-floor dance music to accompany the runway models, they asked us to give the entire production a sound representative of their movements and moods.” Yessian crafted soundscapes that mixed electronic and orchestral music with sound effects to highlight movements fluid and fre- netic, traditional and futuristic.“We started working while they were shooting, captur- ing the mood and style of the show that moved at different speeds and tempos,” he recalls.“Once we started editing, we honed in on posting to the imagery. The turn- around was just a few days, so we were still mixing the day of the projection.” Working in Pro Tools and Logic,Yessian used ana- log and retro synths and keyboards to set pads and underscores. “We hadn’t used them in a while, and it was fun!” he says. “Lots of tracks were played live into Pro Tools.We wanted to keep that live performance aspect and not play around with things too much.” The project involved composing and sound de- sign teams from all of Yess- ian’s offices. “It was a big collaboration,” he reports, “with files going back and forth, everyone adding to the track.We mixed in Pro Tools at our Hamberg facil- ity and live at the venue be- fore the show started.”The stereo mix was spread through a surround system to cover the hall. Composers were Math- ias Willvonseder, Mark Chu, Jeff Dittenber and Philippe LeSaux with Ingmar Re- hberg the creative direc- tor/executive producer. In a quite different new media sphere, Yessian teamed with Tool of North America on an iPad app that enables users to make their own short adventure video.“Tool created a new and innovative way to use the iPad and become part From capture through distribution, ATTO powers high-performance audio & video workflows. Leading industry solutions rely on ATTO to provide reliable connectivity that is trusted by top audio & video professionals. You can now have the same technology that drives their success. of what’s on the screen,” says Yessian. The video and all of the scenario op- tions originated with Tool; Yessian was tasked with combining original music and tracks from its licensed music catalogs and crafting sound design. Composers in LA and Farmington Hills, headed by Andy Powering High-Performance Audio & Video Workflows Contact your ATTO Sales Representative to learn more 716.691.1999 ext. 241 www.attotech.com www.postmagazine.com May 2011 • Post 35